We thrive on creating music that is both original and familiar – something fresh yet instantly recognisable.  When ITV and Initial TV approached us to craft the sonic identity for their new gameshow 99 to Beat, we knew we had the perfect opportunity to deliver just that.

Packed with warmth, humour, chaos, silliness, tension, and joy, 99 to Beat is an all-out entertainment spectacle.  Hosted by the lovable brothers Adam and Ryan Thomas in their first-ever presenting role, the show promises to keep audiences on the edge of their seats.

The Brief

We were tasked with creating a dynamic, high-energy soundtrack that would enhance the excitement of the show.  The brief called for driving percussion and rhythms as a unifying thread throughout the music, with a strong hook to match the family-friendly, tea-time entertainment slot.  We were to provide the theme music, bumpers, stings, and format moments.

The Music

Crafting a theme tune for a show like 99 to Beat required a careful balance.  It needed to feel fresh yet instantly recognisable, high-energy yet inviting.  The task was taken on by composers Andrei Basirov and Toby Jarvis.  With a proven ability to create sonic identities that stick, they have delivered a score that embodies the spirit of the show: high-stakes fun with a touch of nostalgia.

With its unique blend of competition and chaos, and a soundtrack to match, it’s set to be one of the most exciting game shows on TV. Get ready to feel the tension, embrace the silliness, and see if anyone has what it takes to beat the 99!